Running an eCommerce store without Google Paid Search Ads is like opening a shop on the busiest street in town but forgetting to put up a sign. Sure, you might get some foot traffic from people who stumble across you, but you’re missing out on the customers actively looking for what you sell.
Here’s the reality: over 8.5 billion searches happen on Google every single day. Right now, at this very moment, your potential customers are typing in search queries for products exactly like yours. The difference between businesses that thrive and those that struggle often comes down to one thing: visibility at the right time. Google Paid Search Ads put your products in front of these high-intent shoppers exactly when they’re ready to buy.
The good news? It doesn’t have to be that complicated. Once you grasp the fundamentals of Search and Shopping campaigns, you’ll understand why Google ads is one of the most predictable, scalable ways to grow an online store. This isn’t theory – we’re a Google Premier Partner agency that’s managed millions in ad spend, and we’re going to walk you through exactly what works.
Table of Contents
- What is Google Paid Search Ads?
- What are the different types of Google Paid Search Ads?
- Google Paid Search Ad Formats
- Product Shopping Ads
- Call-only Ads for Google Paid Search
- Ad Extensions: Making Your Google Paid Search Ads Work Harder
- Getting Started with Google Paid Search Ads
What is Google Paid Search Ads?
Google Paid Search Ads (often just called Google ads) is a way for businesses to promote their products and services on Google Search, YouTube and other sites across the web. Essentially, businesses pay to show their ads on Search Engine Results Pages (SERPs).
It works using the Pay-Per-Click (PPC) model. This means that advertisers only pay when someone clicks on their ad. So yes, they are paying-per-click. Think of it like this: instead of paying for a billboard that thousands of people drive past without caring, you only pay when someone’s interested enough to actually engage with your business.
The beauty of this model is control. You set your budget, you choose your keywords, and you only pay for results. Whether someone clicks through and buys or just browses, you’re getting qualified traffic to your site – people who are actively searching for what you sell.
What are the different types of Google Paid Search Ads?
There are four main types of Google ads campaigns:
- Search Campaigns – commonly text ads, showing on the Google SERP
- Display Campaigns – typically image form, showing on websites or apps within the Google Display Network
- Video Campaigns – between 6-15 second videos shown on YouTube
- Google Shopping – images of products that appear on the SERP
There is a whole lot that can be covered with each type of Google ads, so this blog will just focus on search and shopping campaigns.
Google Paid Search Ad Formats
Text Ads
Text ads are the most common type of ad that you will see, these are words only. You will need to provide the final URL you would like the user to be taken to after clicking on the ad.
You will also be able to provide up to three headlines. As you can see from the image, the full three headlines will not always be displayed. You will rarely see all three but for full optimisation, we recommend using them all. Each headline has a 30 character limit, so it is key to think about how you can encourage a click with as little wording as possible.
After you’ve chosen your headlines you will be able to choose a ‘display path’. This is essentially a ‘fake’ URL that users will see. Here there is a 15 character limit and you will want to make sure that the path fits with what the user has searched for and what they will find on the landing page. For example, if you were creating an ad for summer dresses, your Display path would be, www.insertdomain.com/summer-dresses.
Finally, you have the opportunity for two descriptions, each with 90 characters. Here you will want to give the user any important information and encourage them to make that click. Don’t forget to include a call to action! Do you do free returns? Add that in. What is your USP? What are the benefits of your product? Include that information in your descriptions.
What are the Benefits of Text Ads?
Text ads have an array of benefits:
- Simple to create – Unlike ads on other platforms that require graphics, text ads just need good copy
- Easy A/B testing – Create multiple ads in the same ad group with similar copy but small changes to see how they compete
- Device-friendly – They translate well on all devices, so there’s no need to worry about how they’ll look on mobile
- Speed to launch – You can launch a text ad in minutes with no photoshoots, design work, or waiting for creative asset approvals
- Perfect for agility – Ideal for testing new products, running time-sensitive promotions, or quickly responding to market changes
Just write some compelling copy, set your budget, and you’re live – it really is that straightforward.
Responsive Search Ads
If you already use Google Ads, you may notice that ‘Responsive Search Ads’ are the new default. So, what is this type of ad? You can create an ad that adapts depending on who is viewing it. You’re able to enter multiple headlines and descriptions, Google will then test different combinations and use automated learning to determine which performs best.
It’s important to note that your headlines and descriptions can be shown in any order, so they will need to make sense individually and in any combinations. Google recommends using at least one Responsive Search Ad per ad group.
Think of Responsive Search Ads as giving Google a toolbox of different messages, and letting its algorithm figure out which combination resonates best with each individual searcher. Someone searching at 2 AM on mobile might see different copy than someone browsing on desktop during their lunch break.
What are the benefits of Responsive Search Ads?
Responsive Search Ads are basically your secret weapon for automation:
- Flexible adaptation – Creates ads that automatically adapt depending on the device and customer viewing them
- Time-saving – Provide multiple headlines and descriptions once, and Google shows the most relevant combinations to each customer
- Proven performance – According to Google’s own data, Responsive Search Ads can deliver up to 10% more clicks and conversions compared to standard text ads
- Higher relevance – Better click-through rates (CTR) due to showing more relevant ad combinations to each searcher
- Automatic optimisation – Google’s machine learning tests thousands of combinations automatically, learning which messages drive results
- Effortless testing – Get the benefits of A/B testing without manually creating and testing dozens of ad variations yourself
The algorithm does the heavy lifting while you focus on crafting compelling messages.
Product Shopping Ads
Unlike text ads, shopping ads are a more visual format. They show the user a photo of the product, a title, price and the shop name and any extensions you wish to use. To set up these ads, you will need to use your Merchant Centre product data. This data will then be used instead of keywords to match a user’s search to your ad.
Shopping ads are absolute gold for eCommerce businesses. Why? Because they capture people at the exact moment they’re ready to buy. Someone searching “men’s running shoes size 10” isn’t researching – they’re actively shopping.
If you’re serious about scaling your online store, our Google Shopping management service can help you maximize returns from this channel. We manage everything from feed optimisation to bid strategies.
What are the benefits of Product Shopping Ads?
Shopping ads are a game-changer for eCommerce because they pre-qualify your traffic:
- Higher quality clicks – Shoppers see the image, price, and details before clicking, so they only engage if they’re genuinely interested
- Higher intent traffic – If someone clicks after seeing your product and price, they’re already further down the purchase funnel and more likely to buy
- Dominate the SERP – Use shopping ads alongside text ads to appear in multiple positions simultaneously, essentially “owning the SERP” and boxing out competitors
- Better conversion rates – Shopping ads typically outperform search ads because of this pre-qualification effect
- Proven effectiveness – Studies show that Google shopping ads account for 76.4% of retail search ad spend in the US
- No wasted clicks – You’re not paying for tire-kickers; you’re paying for qualified shoppers who’ve already decided they like what they see
Want to learn more about how Google Shopping Ads actually work? Check out our detailed video guide.
Call-only Ads for Google Paid Search
Now this one really says what it does on the tin. This type of ad aims to direct phone calls to your business. When a user clicks the ad, instead of being taken to a landing page, their device will call the number you choose. Of course, you can’t call someone from your computer, so these types of ads will only be shown on devices that can make calls, such as a mobile.
Benefits of Call-only Ads
- Perfect for phone-based sales – Ideal for lead generation businesses that close most deals over the phone
- Prominent call-to-action – The phone number sits at the top of the ad, making it impossible to miss
- Removes friction – Users click once and they’re talking to you, rather than navigating through a website
- Direct human connection – You’re speaking to a real person immediately, allowing you to build rapport and add value on the spot
Why Call-only Ads Convert
- Exceptional conversion rates – Research shows that phone leads convert 10-15 times better than web leads for certain industries
- Perfect for high-ticket items – Particularly effective for complex or expensive products like bespoke furniture, industrial equipment, or custom solutions
- Overcome objections instantly – Phone conversations let you answer questions, build trust, and close deals that might otherwise be abandoned in an online cart
For products that need explanation or consultation, this ad format is unbeatable.
Ad Extensions: Making Your Google Paid Search Ads Work Harder
| Extension Type | What It Does | Example Use Cases |
|---|---|---|
| Sitelink Extensions | Add links to specific pages, giving shoppers shortcuts to exactly what they want | “Sale Items,” “New Arrivals,” “Customer Reviews” |
| Callout Extensions | Highlight your USPs with short snippets that make your business more appealing | “Free Shipping,” “24/7 Support,” “30-Day Returns” |
| Structured Snippet Extensions | Show specific aspects of your products or services | “Brands: Nike, Adidas, Puma” or “Styles: Casual, Formal, Athletic” |
| Price Extensions | Display your products with prices directly in the ad | Perfect for showcasing your competitive pricing on specific items |
| Promotion Extensions | Highlight current sales or offers | “20% Off Summer Sale,” “Buy 2 Get 1 Free” |
Sitelink Extensions
Callout Extensions
Structured Snippet Extensions
Price Extensions
Promotion Extensions
Alongside your chosen ad format, extensions add further information. They help maximise your performance and usually increase your click-through rate. This is because they take up more room on the SERP, giving your ad more prominence. Also, additional information such as your company phone number, links to specific pages and special offers encourages people to click.
The key with extensions is that they’re free to add and can significantly improve your ad performance. Google data shows that ad extensions can increase CTR by an average of 10-15%. That’s a massive lift for zero additional cost.
Getting Started with Google Paid Search Ads
Understanding Google Paid Search Ads is one thing, but actually implementing profitable campaigns is another. The learning curve can be steep, and mistakes can get expensive fast. That’s why many eCommerce businesses work with specialists who live and breathe this stuff daily.
Whether you’re just starting out or looking to scale beyond your current results, the fundamentals remain the same: match the right message to the right person at the right time. Search ads catch people actively looking for solutions. Shopping ads show your products to ready-to-buy customers. Call-only ads connect you directly with high-intent leads.
The question is: which combination works best for your business? And how do you optimise them for maximum profitability?
If you’re looking for expert guidance, our PPC services are designed specifically for eCommerce businesses like yours. We focus on profitable growth, not just clicks. If you want to learn more about the broader digital marketing landscape, check out our eCommerce podcast where we interview industry experts on everything from PPC to conversion optimisation.
If you would like to know a bit more about Google Paid Search Ads please feel free to contact us or email Sophie at sophie@ecomone.com.
Frequently Asked Questions About Google Paid Search Ads
What are Google paid search ads?
How much do Google paid search ads cost?
How much do 1000 impressions cost in Google Ads?
What’s the difference between Search ads and Shopping ads?
Do I need a big budget to start Google paid search ads?
How long does it take to see results from Google paid search ads?
About the Author
Carrianne Dukes
Head of Brand
Carrianne Dukes is Head of Brand at eComOne and a member of the leadership team, where she oversees the agency’s positioning, marketing, and reputation. She leads eComOne’s national events portfolio, global podcast, CSR initiatives, and partnership ecosystem, while also managing and developing her own team. Outside of work, Carrianne has never shied away from a […]
